Increasing applicants for hard-to-fill police roles

When police forces considering an annual subscription to All Police Jobs hear what they get for their money, the most common response is ‘it’s a no brainer’.

We’ve heard it four times in the last week by different people in different police forces. So, why are police recruitment departments telling us that signing up to our annual subscription is a 'no-brainer.’

Interestingly, it’s not because…

• Our annual subscription is lower than the price of a monthly subscription for Indeed and Totaljobs.
• Or that we are top of Google for police jobs
• Or that our featured jobs and skyscraper ads receive x4 more traffic
• Or that your traffic figures are freely available to you at any time. No smoke and mirrors for us.
• Or that we receive a million visitors a year all looking to work in policing
• Or even our gender bias software, unique to policing, that instantly identifies biased words and phrases, offering a neutral alternative to ensure a greater pool of applicants.

Although we think those are pretty good reasons to subscribe to All Police Jobs, it is none of those!
 
No, the number one reason forces tell us signing up to us is a no-brainer is we offer something no other recruitment website offers. We find police forces applicants for jobs that no-one appears to want.
 
How do we do this?
 
The strange thing about these hard-to-fill roles is that they're often great jobs. The reason for the lack of interest, we believe, is that people don’t know these jobs are available in policing. We've made it our job to tell them.
 
Using our data (which we have lots of), we identify a force’s lowest performing job advert. We then craft a google advert using keywords to ensure that advert is put in front of the exact people looking for that job because they’re out there.
 
When applications to that job improve, as they have been proven to do, we scoop up the next lowest performing job and repeat the process all over again. We do that through a force’s annual subscription. All a force has to do is wait for the applications to roll in.
 
We're calling this Convection Marketing as it describes the constant cycle of promoting the lowest performing job.

Have we just coined a new marketing term?

Google Ads aren't new, but our approach to using them to support forces to fill their vacancies is.
 
Half of UK police forces currently subscribe to All Police Jobs. If your force doesn’t and you’d like to find out more about how our convection marketing approach works or any of our other features contained within the annual subscription to All Police Jobs, email Richard@chestnutmedia.co.uk

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